The business dictionary defines online marketing as:
Marketing efforts done solely over the Internet.
This type of marketing uses advertisements or content shown to a consumer through the web. In internet marketing, a real-time connection to the internet must be present. Types of online marketing include:
- pay-per-click-ads (PPC)
- search engine optimization (SEO)
- banner ads (display)
- email distribution
- social media campaigns
- content marketing
- affiliate marketing
- comparison shopping engines (CSE’s)
- online public relations
- video marketing
- conversion rate optimization
- referral marketing
Each channel has its own pros and cons. Most marketers determine what channels to use based on the marketing budget that is available to them. For example, PPC marketing can be very effective. However, its high upfront cost without a guarantee of conversion causes a lot of marketing to try lower cost channels such as SEO, social media, or video marketing first.